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자료유형
학술저널
저자정보
저널정보
한국서비스경영학회 서비스경영학회지 서비스경영학회지 제11권 제5호
발행연도
2010.12
수록면
67 - 97 (31page)

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초록· 키워드

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There is a countless number of loyalty programs in the market. In the past few years, all kinds of companies have tried to design loyalty programs to attract many customers possible, but most of them don`t accomplish their objectives much. In spite of perceived importance of loyalty program in service marketing, it is not likely to work effectively as expected and few have studied the causal effect of loyalty program on brand community and customer loyalty using service-specific concept of loyalty. The current research examines empirically above-mentioned causal effects and moderating role of consumer`s usage level on these relationships. Focusing on design characteristics, loyalty program is conceptualized using participating requirements, point structure, and rewards. Brand community is conceptualized only by reinforcing factors such as consciousness of kind, ritual and tradition, and moral responsibility. The conceptual domain of service loyalty consists of cognitive loyalty, attitudinal loyalty and behavioral loyalty. Purchase frequency is used as a moderating variable. Support is found for a number of hypothesized structural relations. The results indicate that (1) loyalty program design has significantly positive effect only on cognitive loyalty though brand community, (2) cognitive loyalty influences positively on behavioral loyalty through attitudinal loyalty, and (3) consumer`s usage level has moderating effect only on a causal relationship between brand community and cognitive loyalty. Other hypothesized structural relations are not supported. Further theoretical and managerial implications are discussed.

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